In a world where everything is mass produced and affordable, most people lose the understanding of how valuable handcrafted items are. Handcraft itself has become a staple word used by manufactured goods. The real handcrafted items however has a long and cultured story that is born out of experience, hard work, skill, and passion of what they make.
To earn back the appreciation and value of handcrafted products, Balvenie, a traditional Scottish whisky company, created episodes of youtube videos entitled Raw Craft to show appreciate the value of handcrafted products. Recruiting Anthony Bourdain as the host of the series itself speaks volumes. Who better to talk about the appreciation of products made through rigorous hours of training, experience and passion than Anthony Bourdain.
The video series is a light conversation yet a deep understanding of the skill these man and woman have to their craft, understanding the process, the passion, the ego, the idealism, and the hard work it took to create the masterpiece most take for granted. It shows how value is given so much to a product from this, rather than the status symbol a mere logo gives to a shoe made and labored for $2 and sold for $100. No, this is how things are made right, personal, and valued for their worth in the work and labor put in. This makes the handcraft product special.
What I love from this communication is that it works. It draws in the Bourdain crowd that speaks to a variety of viewers from travellers, organic food lovers, to even hipsters out there. The series succeeds in bringing back the exclusivity that makes handcrafted items special, as it should as Balvenie itself is an old traditional whisky distilling company that still grow and harvests its own grain, and process its products without the aid of modern machines. The subtle way the product is introduced (although not too subtle in the first series) is delightful to watch and give appreciation to Balvenie’s craft, even to non drinkers like me.